SEO is a part of Internet marketing that deals with the website positioning on SE by the keywords that best match the page content. To understand search better let's explain what happens when you use SE. First thing to understand is when you do a SE search you are not actually searching the web, you are searching SE's index of the web. SE's are using software programms called „spiders“ or „crawlers“ which are fetching the pages and links in those pages untill they index a pretty big chunck of the web. If you want to know more about SEO on web you would write keywords like „Search engine optimization“ or simply „SEO“ in SE (SEE PICTURE 1.). By hitting enter on your keyboard you are starting the indexing process where the software is searching for every page that has those search terms. In „SEO“ case there are hundreds of pages with those keywords and it's reasonable for you to ask how does the SE decide which documents you really want.
There are more then 200 querries that the SE asks to get those results. Some of them are:
By combining all those factors together websites are getting an overall score and by it they are ranked in SERP. As search engines become more sophisticated, they've started putting far less emphasis on specific keywords, and more on the meaning or intent behind those keywords. You should know that SEO affects only organic search results, and not paid or "sponsored" results such as Google AdWords (SEE PICTURE 1.). Payed ones are covered by search engine marketing (SEM). Be aware that some „consultants“ have made wild claims about being able to guarantee getting a particular search rank. If it sounds too good to be true, you need to understand what techniques a company is using, and if they don’t want to talk about it, run away. Black hat SEO involves playing games with SE's, which can get you banned, and you don't want that.
SEO is very complicated subject and only when you digg into it you'll see how vast it is. Technical tweeks are about 20% of a SEO if the content is done correctly. I mean if you build your content as you should you can see the finish line already. Before starting technical tweets of your SEO you should know is your site seenable in SE's at all. Second thing is thinking about those keywords; think as a client, e.g. what would you write in SE to come to your company. To me, this is the central question of SEO and SEM, whether you are going for organic search results or choosing keywords for an ad campaign.
To make SEO simpler we can divide strategies in 2:
On page SEO involves things you can do on your own web site to enhance search engine rank and to make sure your web site/page is set up correctly while off page SEO are diverse strategies to get traffic from other web sites.
And this leads us to the off page SEO strategies (OPSS). OPSS refers to techniques that can be used to increase the position of a website in the SERP's. Many people associate off-page SEO with link building but it is not only that. OPSS are the things you can do outside your website to help you rank higher, such as:
Those are some of the things you can do on OPSS, but I'm sure you can find a hole lot of other ways do increase your SERP ranking.
The Riga Ministerial Declaration defines e-inclusion as “inclusive Information and Communication Technologies (ICT) and the use of ICT to achieve wider inclusion objectives and policies aiming at both reducing gaps in ICT usage and promoting the use of ICT to overcome exclusion”. Term "e-inclusion" describes a set of policies and activities leading to “e-inclusive society” where every person has equal opportunities to participate, including those people who are physically, mentally, socially or economically disadvantaged.
Designers are visual types and often forget about those who are not so fortunate to be able to see or read, such as the blind and visually impaired, people with motor dysfunction or dyslexia. I think the least we can do is try to set the websites for everyone. But to be able to do so you need to know how people with disabilities use the web.
Visual disabilities can range from substantial vision loss in both eyes – “blindness”, to mild/moderate vision loss in one or both eyes – “low vision”, also called "partial sight". Low vision includes vision that is not sharp – “poor acuity”, seeing only the edges of the visual field “central field loss”, seeing only the middle of the visual field – “tunnel vision”, and “clouded vision”. There are those with “deaf-blindness” a substantial, and uncorrectable visual and hearing impairments. Some folks have reduced or lack of sensitivity to certain colors – “color blindness” that includes inability to perceive any color or difficulty distinguishing between colors such as yellow and blue or red and green. Some has increased sensitivity to bright colors. These variations in perception of colors and brightness can be independent of the visual acuity.
People with visual disabilities mostly use a reading software that interprets what is displayed on the screen and generates speech output and browsers. They use keyboard support to help navigate through the page to see the overview, or jump to a certain section because they can’t see mouse pointer. They can also read text using refreshable Braille, listen to audio descriptions of video in multimedia or text-to-speech synthesis of the content, customize settings for fonts, colors, and spacing or enlarge/reduce text size and images.
Physical disabilities, sometimes called "motor disfunctions" include weakness and limitations of muscular control (such as involuntary movements including tremors, lack of coordination, or paralysis), limitations of sensation, joint disorders (such as arthritis), pain that impedes movement, and missing limbs.
People with physical disabilities may be using head pointer, mouth stick, and other aids to help with typing, ergonomic or specially designed keyboard or mouse, on-screen keyboard with trackball, joysticks, or other pointing devices, voice recognition, eye tracking, and other approaches for hands-free interaction, or even switches operated by foot, shoulder, sip-and-puff, or other movements.
Auditory disabilities range from substantial and uncorrectable hearing loss in both ears - “deafness” to mild or moderate hearing loss in one or both ears - “hard of hearing”. Some folks with auditory disabilities can hear sounds but sometimes not sufficiently to understand all speech, especially with background noise. This can include people using hearing aids.
While multimedia on the web provides many opportunities for people with auditory disabilities, it also poses challenges when content is not designed to be accessible.
Speech disabilities include difficulty producing speech that is recognizable by others or by voice recognition software. For instance, the loudness or clarity of someone's voice might be difficult to understand.
Cognitive, learning, and neurological disabilities involve neurodiversity and neurological disorders, as well as behavioral and mental health disorders that are not necessarily neurological. They may affect any part of the nervous system and impact how well people hear, move, see, speak, and understand information. Cognitive, learning, and neurological disabilities do not necessarily affect the intelligence of a person.
People with cognitive, learning, and neurological disabilities use different types of web browsing methods, depending on their particular needs. For instance, some people use text-to-speech software to hear the information while reading it visually or use captions to read the information while hearing it. Some people use tools that resize text and spacing or customize colors to assist reading. Others use grammar and spelling tools to support writing. For these web browsing methods to work, developers need to consider web accessibility requirements which are often shared by people with hearing, physical, speech, and visual disabilities.
When discussing a new project with your clients make an effort to explain them importance of e-inclusion. Not only that it will help the less fortunate ones – your clients will benefit as well. They will get new customers who rely on e-inclusion.
Use your spare time reading the WAI (web accessibility initiative) guidance http://www.w3.org/WAI/WCAG20/quickref and implement them in your work.
Money invested in a marketing campaign should make a positive impact otherwise it's just gone with the wind. If you want to start a new marketing campaign - and it doesn't matter if it's a website, brochure, social network campaign, TV commercial or any other way of marketing – do it wisely. When I start a new project I see a lot of confusion in the text my clients send me the first time. My conscience doesn't allow me to copy/paste those text without suggesting some major changes. So here are the things they mostly do wrong:
More then ten years of web and graphic design experience he crowned by opening a web and graphic design company - Idea Ltd. He is a web developer, graphic designer and executive director of Idea. He has a broad knowledge in this area and likes to share it. The company goal is to spread positive vibes and be a lifetime partner with companies or individuals with same interest.